Getting your first 100 app downloads doesn't require a big marketing budget, but a smart focus on organic growth. By being active in niche communities, improving your App Store Optimization (ASO), sharing your process, and tapping into your own network, you build a strong foundation for your business's success.
Your app is finally live in the store, and you're rightfully proud of that. But right after celebrating the launch comes the next big question: how do you actually get people to find your app? At Coffee Digital, we often see entrepreneurs thinking they immediately need thousands of euros for advertising, but you can achieve an incredible amount with a few smart, free steps.
We help apps grow every day, and below we share four accessible ways to find your first 100 users for free.
#1. Help people in online groups
An easy way to find users is to be visible in the places where they're already asking questions. We recommend becoming active in Facebook groups, specialized forums, or Reddit.
- How do you approach this? Look for conversations that match the problem your app solves. If someone asks a question your app can help with, first give a genuinely useful answer. Only afterward mention that you've built an app that can help with this.
- Why does this work? Because you're genuinely helping, people are more willing to give your app a chance. It doesn't feel like an ad, it feels like a solution.
Practical example: A great example from our own experience is the app REN, a new app from our client JOIN (known for their cycling training app). At the launch of REN, the focus wasn't on expensive ads, but on the power of community. They actively invited dedicated runners from the community to be the first to test and download the app. By closely involving these early users and using their feedback, awareness of the app spread organically through word of mouth within the running world. This gave the app a flying start without needing a large budget right away.
Source: Coffee Digital (check it here)
#2. Make your title and description clear (ASO)
People often search the App Store for a problem, not the name of an app. If your app is called "WaterBuddy," people won't immediately know it's an app to help you drink more water.
- How do you approach this? Do a small keyword search to see what users are actually searching for in the stores. Add these keywords to your title and subtitle. For example: "WaterBuddy – Water Drinking Reminder". Also use words people frequently search for in the app description.
- Why does this work? Search engines in the App Store (and Google too) understand better what your app is about this way. As a result, you show up more often in search results when people are looking for a solution.
Practical example: A good example from our own experience is the app House of Deeprelax. Together, we significantly improved their discoverability in the store by taking a critical look at their store listing. By smartly adapting the titles and subtitles to keywords their target audience actually searches for, we saw the number of free downloads rise substantially. It proves that you achieve much more simply by having your app show up at the right moment when people are looking for help.
Source: Coffee Digital (check it here)
Quantitative impact of App Store Optimization:
Optimization factor
Impact
Keyword in title & metadata
+9–12% downloads
Video previews & screenshots
+16–35% conversie
Localization / language adaptation
+100–300% downloads in new markets
Want to know more about the effects of ASO? Check out our free ASO guide.
Sources: (AppTweak, Splitmetrics, Sprout)
#3. Share the process on social media
You don't need expensive ads to stand out. We see that people actually enjoy seeing how an app gets built "behind the scenes."
- How do you approach this? Share short videos or posts about why you started the app, what problems your developers and designers run into, or ask your followers for their opinion on a new design.
- Why does this work? By sharing your process, you build a connection with your followers. They feel involved with the app even before they've downloaded it, which makes the barrier to installing the app much lower.
Practical example: A good example of how to approach this is our client Campercontact. Instead of just running ads, they use LinkedIn to take their followers along in the app's development. By regularly sharing new features and showing what they're working on, they keep their community engaged. This makes users feel connected to the app, which makes the step of continuing to use (and promote) the app much smaller.
Sources: Coffee Digital (check it here).
#4. Ask your own network for help (and a review)
Your first 100 downloads don't have to come from strangers. Your own circle is the best place to start.
- How do you approach this? Personally ask friends, family, or colleagues if they'd like to try the app. Then also ask them to leave an honest review in the store.
- Why does this work? An app with five or ten positive ratings looks more trustworthy to the App Store and to a stranger who happens to land on your page. It gives your app a good starting position and a boost.
Do you want to grow faster anyway? Here are the paid options
Once you've got your first 100 users in and notice the app is performing well, Coffee Digital can help you scale up with a small budget. The most effective options we use are:
- Apple Search Ads: You appear at the top of the search results in the App Store.
- Google App Campaigns for Android: You show up at the top of the search results in the Google Play Store and in other Google apps.
- Meta Ads: Targeted interest-based advertising on Instagram and Facebook.
- Micro-Influencers: Partnering with creators who have a small but highly engaged audience.
Coffee Digital takes the entire ad management off your hands. Our certified app experts have already managed over 1 million euros in advertising budget across various platforms. We know exactly how to use paid channels to boost your brand awareness.
Interested in growing your app with Coffee Digital? Get in touch with the marketers at Coffee Digital
